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Dos Equis' New Retail Program a 'Game Changer'

Program embraces tournament-season enthusiasm through special offers and contest.

January 6, 2013, 07:00 pm

NEW YORK -- Dos Equis plans to take the sports-viewing experience to a more interesting level at retail and on-premise with the debut of the Dos Equis Game Changer activation. Game Changer, which runs from January through March, inspires adults to take their in-home sports viewing experiences to new heights while enjoying Dos Equis Lager and Dos Equis Ambar, the company stated.

Dos Equis Game Changer program elements are intended to embrace consumers' tournament season passions at the retail level through engaging point-of-sale and channel-relevant offers that inspire them to create unique game-viewing experiences and share that excitement with friends, according to the announcement. Additionally, cross-merchandising instant redeemable coupons and mail-in rebate offers (where legal) on the purchase of select high-margin food items, Dos Equis lager and ambar are meant to create buzz for participating retailers.

"Dos Equis consumers are big sports fans who embrace the passion and emotion of the January through March football and basketball tournament season," stated Gwendolyn Boyce, brand director for Dos Equis at Heineken USA. "The Most Interesting Legend Line Tournament leverages our successful Most Interesting Man campaign by engaging consumers in a competitive way on-premise, while also generating return traffic for the account."

On-premise, Dos Equis will invite patrons to get into the competitive spirit by submitting their own version of the television legend lines for a bracket tournament, the company said. Bar staff will select the best legend lines and showcase them on the official Most Interesting Bracket poster. Patrons can return to the account at the end of the tournament to vote for their favorite lines. The Most Interesting Legend Line winners will earn bragging rights and localized Dos Equis rewards where legal.